The account was previously held by longtime agency McGarrah Jessee, the Austin-based branding shop. The Dallas-based independent Richards Group will be responsible for all Shiner creative. The company said investment in cable and TV sports networks account for about 80 percent of its media mix.
The brand says it sought an agency to "deliver creative ideas that maintain the brand position of being independent, humble and enduring while supporting the market position of the number 1 craft beer in Texas," according to a statement.
Shiner Bock earlier this year said it spent $1.2 million for a 2018 local Super Bowl spot as part of its "This is Shiner Country" campaign. Asked whether the company planned another local Super Bowl spot, a company spokeswoman said planning for next year 'is still underway."